Why? As with any market, it’s all about supply and demand. The study, from Juniper Networks and The RAND Corporation, found that high-profile data breaches — think Target’s data hack in December – create influxes of available credit card data online. The more data available, the less valuable it becomes, especially when banks react to hacks by cancelling and replacing stolen cards.

In the wake of of a mass credit hack there’s a flood of card numbers available on the black market, even if most of them are no longer useful. In comparison, the supply of stolen social media account details rarely surges from a single event in the same way.